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Disney Epcot’s Media Marketing Strategy By: Shelby WallachSlide 1: Epcot is one of four theme parks at Walt Disney World Resort. Epcot sprawlsacross 300 acres and is divided into the Future World and World Showcase. FutureWorld is full of sensational attractions as well as inspiring entertainment and shows.World Showcase is a collection of pavilions that wrap around the World ShowcaseLagoon. Inside the pavilions one can find shops, attractions and restaurants that representthe culture and cuisine of 11 countries. No matter which World one visits, in Epcot,creativity is encouraged, imagination is celebrated and countries are united.Slide 2: After researching Epcot, these three challenges took precedence. All arechangeable and can be starting points to achieve great business goals. First, reaching anaudience of all ages is extremely important. Often parents plan family vacations, and agreat deal of Disney World’s advertisements are geared towards younger children.Although children nagging their parents to go to Disney World and visit Epcot can beeffective, a more strategic approach would be to market towards an adult audience aswell as children. Second, common knowledge of the park needs to be increased. Manyvisitors think that Magic Kingdom is the biggest attraction at Disney World. Epcot isactually twice the size of Magic Kingdom. It has more restaurants, shows, entertainment,live performers and attractions than any other park at Disney World. Epcot has pavilionsfeaturing Mexico, Norway, China, Germany, Italy, United States, Japan, Morocco,France, United Kingdom and Canada. Third, expanding the visitor base is essential. If thevisitor base can be extended past families, it will be easier to maintain a steady flow ofvisitors year round. Epcot needs to highlight that it is a destination for corporate eventsand working professionals in addition to families, so that the fall and winter seasons arejust as busy as their peak season of summer.Slide 3: First, the goal of increasing social media use relates back to all three of theprevious challenges. Social media can be utilized in aiding the challenges of reaching anaudience of all ages, common knowledge of the park and expanding the visitor base. Inaddition, increasing the amount of park visitors (customers) that come to Epcot is acritical goal. Finally, making Epcot more accessible as a vacation or work destination is aprimary objective as well.Slide 4: PicturesSlide 5: By increasing social media usage, Twitter, Facebook and LinkedIn can reach anaudience of older customers assisting in the first challenge listed. The majority of socialmedia users are teenagers and adults. Posting promotions and travel deals on these siteswill reach the target age group of mainly parents, who typically are the vacation planners.Twitter, Facebook and LinkedIn can also help with the challenge of increasing commonknowledge of the park. Daily tweets can be sent out that have fun facts of Epcot and theday’s entertainment and live performers. The Facebook page can include everything thepark has to offer along with pictures that current vacationers or potential vacationers canscroll through to gain a better understanding of the park. In addition, the challenge of
expanding the visitor base can be solved through social media, using LinkedIn inparticular. Although Twitter and Facebook can still be used, LinkedIn already has a targetaudience of working professionals. Connecting with these professionals will allow Epcotto be seen as a destination for corporate events and meetings and not just as a familyvacation spot.Slide 6: In addition to Twitter, Facebook and LinkedIn, another social media outlet istravel blogs, which can be utilized as well. Blogs that focus on Disney World and Floridacan be great tools. Putting information, travel deals and main attractions on blogs that areeasily accessible and easy to read will help current visitors and/or potential visitors seekout information that they desire. Other than the park’s information, having interestingcontent about Epcot and photographs will inspire bloggers to come see the park forthemselves! Fellow bloggers will also have an opportunity to connect with other parkvisitors and share their experiences.Slide 7: Using public relations and events to promote Epcot is key. By Epcot makingtheir presence known at all Disney Villa’s, Disney Resorts and other selected resorts inthe area, it will increase the number of visitors to Epcot. Having brochures,representatives, park deals, events and food coupons at all these neighboring locationswill inspire travelers to visit Epcot, in addition to the other parks at Disney World thatthey already came for! Getting Epcot’s name on the fore-front of all surrounding Disneylocations and accommodations will help in spreading the word of the park and it willincrease the number of visitors.Slide 8: To know if any of the suggestions for Epcot are working, it is essential tomeasure the implications that have been made. To begin with, monitoring of Twitter,Facebook, and LinkedIn can provide feedback from past, current and potential visitors. Itwill be simple to see if there is an increase in Twitter followers, Facebook fans andLinkedIn connections. Furthermore, to ensure that this increase is having an impact,Twitter can be looked at in terms of “retweets” and “@ mentions” to ensure that peopleare interested and participating and not just “following.” Facebook can be looked at interms of “likes”, “comments” and “posts.” LinkedIn can be looked at in terms of profileviews, not simply the number of “connections.” It should be noted that all social mediaoutlets are be linked to the blogs previously listed. Therefore, in addition to morefollowers, fans and connections, blogger outreach should increase as well. With morepeople engaging in the social media sites and blogs, an increase in the interest of Epcotwill grow. Once there is an increase in interest, the engaged social media users andbloggers can increase the traffic visits to Epcot’s site by mentioning the site in all theirblog posts, tweets, Facebook posts and LinkedIn posts! In the end, with more followers,fans, connections, bloggers and traffic visits, an increase in people’s desire to visit thepark will occur!Slide 9: The budget needed to implement these techniques will be divided equally with50% of the budget going to social media costs and the other 50% going to public relationsand event costs. Many of the tools being used such as Twitter, Facebook and LinkedInhave costs associated with them. They require a current employee or future employee to
keep up with the social media usage on a daily basis and manage the multiple accounts.Also, having brochures, advertisements, park deals and events at all surrounding Disneyresorts costs money too. Printing of brochures and park deal coupons along with all othercopy used will come with expenses. Hosting an event at one of the locations previouslyshown, that highlights Epcot, will have venue costs as well. Lastly, having an Epcotrepresentative on site at the multiple locations will also require a current employee orfuture employee.Slide 10: The timing of all these strategies is important. Because the summer months arethe peak time for visitors to come to Disney World, it is best for Epcot to implementthese techniques beginning in the fall. The strategies can gain momentum during thewinter and spring seasons so that by the time the peak season of summer rolls around,visitors are at an all-time high. On the other hand, for the off seasons, social media andLinkedIn especially, should be utilized to the fullest potential, making fall and winterseasons more desirable for corporate events and working professionals.